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Marketing Plan of CDO Bibbo Lusog Hotdog (with Malunggay extract)

Strategies

Strategy No. 2:

Integrated Marketing

Communications Plan

Projected Incremental

Net Sales

Thank you!

Target Market

Positioning

Proposed Brand Extension:

CDO Bibbo Lusog Hotdog

Total population count of

Metro Manila - 11,796,837

Target market size - 6, 673, 492

Primary Target Market

Secondary Target Market

Background of the Company:

CDO Foodsphere, Inc.

It searches for new products that would answer the consumer’s needs as well as uplift their lives with these discoveries; safety and nutrition are given the highest priority.

Reason for Brand Extension:

The Usage, Attitude and Image Survey conducted involving 100 respondents indicated that:

CDO provides convenience to mothers seeking for nutritious food that is easy to prepare.

Gender : Female

Age : 25- 50 years old

Income Class : Lower B, C and D

Region : NCR (National Capital Region)

Occupation : Housewife, Working moms Psychology : Health-conscious mothers, looking for healthy and easy to prepare breakfast for their family.

Gender : Male and female

Age: 4– 12years old

Income Class : Lower B, C and D

Region: NCR (National Capital Region)

Occupation: Nursery level, Kindergarten level and Elementary level students

Psychology: Looking for delicious and easy-to-eat breakfast/snack food, fond of eating hotdogs.

Founded by: Corazon Dayro Ong in June 25, 1975

Late 1970's: decided to venture into a business that eventually called as

CDO Food Products.

1981: CDO Foodsphere Inc. was duly registered.

The company was converted into a family corporation.

g. 36% of our primary target market said that CDO Bibbo is the brand of hotdog they usually buy and 34% usually eat CDO Bibbo hotdog.

e. CDO Bibbo hotdog is the no.1 alternative choice of the respondents, which is 35% of our primary target market and 52% of our secondary target market if the brand they usually buy is not available.

a. 12% of our primary target market respondents indicated that the kind of hotdog that they want in the market is a hotdog with healthy filling.

c. 31% of our primary target market respondents and 8% of our secondary target market respondents indicated that the kind of vegetable hotdog they want in the market is Malunggay Hotdog.

d. 33% of our secondary target market respondents said that the second brand that comes to their mind when the word hotdog has been uttered, is CDO Bibbo Hotdog.

b. 24% of our secondary target market respondents indicated that the kind of hotdog they want in the market is a vegetable hotdog.

f. 300 respondents or simply all of our primary target market are familiar with CDO Bibbo hotdog.

h. 75% of our primary target market responded YES they will buy, if ever there would be a hotdog fortified with vegetable be available in the market.

Marketing public relations

Feature product on food and lifestyle magazines such as Good Houekeeping and Yes!

Feature on TV shows such as Umagang Kay Ganda or Rated K.

Proposed choice of media with budgetary allocations for each:

Television Ads 4,557,000.00

Posters (P125 x 30pcs) 150,000.00

Social media (Company website) 93,000.00

Social media (Facebook, twitter) No expense

Newspaper 1,475,056.00

Magazine 3,577,000.00

TOTAL 9,852,056.00

Promotion Strategy No. 1:

“Promote the health benefits of the new product extension”

Consumer promotions:

Increase Awareness:

Set up kiosks in supermarkets that would offer moms and kids a ‘free taste’ of our new product extension.

Place Strategy No. 1: “Target School Canteens”

Promotion Strategy No. 2: “Food tasting at supermarkets”

Price Strategy No.1: “Value for higher price”

Interactive promotions (school tours and free taste promotions in supermarkets)

TV commercials which will be aired in between daytime shows in ABS-CBN.

Heavy advertisement on television to support the product in building brand awareness to our target market and promoting the health benefits of Malunggay.

A healthy hotdog that will replace unhealthy snacks in school canteens and promote awareness of its health benefits.

With the added ingredients and health benefit of our product which is the moringga extract, it would be reasonable to increase the product price for more product value.

Supermarkets are the ‘go-to’ destination for moms who shop for groceries and it is one of our biggest distributing landmarks so it would just be logical and practical to set up free food tasting kiosk to aid with the launch of our new product.

Proposed advertising strategy:

Advertisement on television that would help the product gain popularity and inform the market with our product's health benefits.

2013 Net Sales =P430, 637,815.62

Net Sales Increase annual normal increase (22.27%) = P95, 903,041.54

Add: Net Sales increases due to Action Plans:

Target School Canteens = P69, 600,000

Promote Health Benefits of the New Product Extension =P1, 155,840

Free Tasting in Supermarkets =P963, 200

Total 2014 Incremental Net Sales = P167, 622,081.50

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